Consumer Psychology - Publications - Faculty & Research

31 May 2023
HBS Case

Why Business Leaders Need to Hear Larry Miller's Story

View Video Editor's note: Watch the video in "full screen" mode for the best viewing experience. If Larry Miller hadn’t concealed his criminal record, would he ever have been given the chance to turn his life around? Would his talent have taken him to Nike, where he... View Details

Keywords: by Jamal Meneide; Consumer Products; Consumer Products

26 Oct 2022
Research & Ideas

How Paid Promos Take the Shine Off YouTube Stars (and Tips for Better Influencer Marketing)

suggests that the effect translates to an average of $10,000 over an average six-year-career influencer. “If consumers aren’t perceiving social influencers as trustworthy and authentic, much of their marketing effort might not lead to a... View Details

Keywords: by Kara Baskin; Technology; Media & Broadcasting

24 Apr 2018
First Look

First Look at New Research and Ideas, April 24, 2018

and financial outcomes. The study complements financial education with (1) financial incentives on a financial literacy test to affect participant motivation, (2) financial goal setting to provide a psychological nudge, and (3)... View Details

Keywords: Sean Silverthorne

January 2021 (Revised March 2022)
Case

Arçelik: From a Dealer Network to an Omnichannel Experience

By: Ayelet Israeli and Fares Khrais

Arçelik Turkey, the country’s market leader in household appliances, was at an omnichannel crossroads in January 2020. Arçelik was a B2B player utilizing a dealership network with an umbrella of brands and had one of the largest brick-and-mortar store networks in... View Details

Keywords: Digital Marketing; Bricks And Mortar; Franchise Management; Franchising; Dealer Network; Dealers; B2B; B2B2C; Tradition; Culture Change; Cultural Adaptation; Omnichannel; Omnichannel Retail; Omni-channel; Omnichannel Retailing; Sales Channels; Sales Channel Development; Channel Management; Channels Of Distribution; Marketplace; Platforms; Collaboration; Online Channel; Online Data; Online Sales; Online Shopping; Online; Retail; Retailing; Disruption; Transformation; Franchise Ownership; Change Management; Partners and Partnerships; Consumer Behavior; Sales; Internet and the Web; Marketing Strategy; Conflict and Resolution; Conflict Management; Organizational Culture; Distribution Channels; Digital Transformation; Digital Platforms; Consumer Products Industry; Consumer Products Industry; Consumer Products Industry; Turkey

Citation

Educators

Purchase

16 Jan 2006
Research & Ideas

Adam Smith, Behavioral Economist?

be that they should weigh carefully the costs of breaking trust and of risking reputation. The formal study of behavioral economics exactly relates psychological factors to economic behavior, and even more recently has been exploring the... View Details

Keywords: by Ann Cullen

17 Jan 2023
Cold Call Podcast

Nestlé’s KitKat Diplomacy: Neutrality vs. Shared Value

Keywords: Re: Geoffrey G. Jones; Consumer Products

27 Jun 2019
Research & Ideas

Rituals Strengthen Couples. Here’s Why They’re Good for Business, Too

satisfied, invested in, and committed to their relationships than couples who don't bother with them, according to an April article in the Journal of the Association for Consumer Research, Rituals and Nuptials: The Emotional and... View Details

Keywords: by Dina Gerdeman

May 2010
Article

Bye Bye Bundles: The Unbundling of Music in Digital Channels

By: Anita Elberse

Fueled by digital distribution, unbundling is prevalent in many information industries. What is the effect of this unbundling on sales? And what bundle characteristics drive this effect? I empirically examine these questions in the context of the music industry, using... View Details

Keywords: Unbundling; Bundling; Digital Distribution; System-of-equations Modeling; Sales; Distribution Channels; Framework; Mathematical Methods; Revenue; Reputation; Internet and the Web; System; E-commerce; Information Industry; Music Industry

06 Jun 2008
What Do You Think?

Why Don’t Managers Think Deeply?

recollection of Tony Athos, wrote that "Time-for-thinking is a special moment which can be resource consuming and an unsafe activity " (Fortunately, Athos held a tenured position in an academic organization.) A number of... View Details

Keywords: by Jim Heskett

10 Feb 2009
First Look

First Look: February 10, 2009

or nationality. Many of our decisions about fellow workers are thus premised on faulty data—harming judged and judgers alike. When Dreaming Is Believing: The (Motivated) Interpretation of Dreams Authors:Carey K. Morewedge and Michael I. Norton Publication:Journal of... View Details

Keywords: Martha Lagace

24 Jul 2017
Research & Ideas

People Have an Irrational Need to Complete 'Sets' of Things

Credit: Martin Barraud Here’s a tip for persuading people to finish more tasks, buy more products, or donate more money: Simply present assignments, requests, or items as arbitrary sets, rather than as individual units. New research reveals that people are... View Details

Keywords: by Carmen Nobel

Web

Marketing Awards & Honors - Faculty & Research

"Social Psychology of Organizations" at Harvard College. Sunil Gupta : Winner of the 2003 Best Paper Award from the Marketing Communications Special Interest Group of the American Marketing Association for "Long Term Impact of Promotion... View Details

04 Jun 2013
First Look

First Look: June 4

http://ssrn.com/abstract=1625503 iPosture: The Size of Electronic Consumer Devices Affects Our Behavior By: Bos, Maarten W., and Amy J.C. Cuddy Abstract—We examined whether incidental body posture, prompted by working on electronic... View Details

Keywords: Sean Silverthorne

February 2011 (Revised December 2012)
Case

Coca-Cola on Facebook

By: John Deighton and Leora Kornfeld

In late 2008, executives at Coca-Cola had to decide what to do with a fan-created page on Facebook that had amassed over one million followers in three months. From a legal point of view the fan-created page was in violation of Facebook's terms of service as a... View Details

Keywords: Change Management; Governance Controls; Policy; Brands and Branding; Marketing Channels; Social and Collaborative Networks; Food and Beverage Industry

Citation

Educators

Purchase

April 2001 (Revised July 2002)
Case

Martha Stewart Living Omnimedia (A)

By: Susan M. Fournier, Kerry Herman, Laura Winig and Andrea Carol Wojnicki

Martha Stewart Living Omnimedia (MSLO), a branded and integrated content and media company dedicated to "elevating the role of the homemaker," went public on October 19, 1999, creating a company with a market value of $1.73 billion, and a stake for Stewart worth $1.2... View Details

Keywords: Management; Media; Identity; Personal Characteristics; Brands and Branding; Media and Broadcasting Industry

Citation

Educators

Purchase

01 Jul 2009
Working Paper Summaries

File-Sharing and Copyright

Keywords: by Felix Oberholzer-Gee & Koleman Strumpf; Technology; Entertainment & Recreation

17 Aug 2009
Research & Ideas

Quantifying the Economic Impact of the Internet

The fight was lost as consumers voted for free information supported by advertising over subscription services. Ironically, online advertising and the commercialization of the Web achieved important goals of the resisters: to preserve the... View Details

Keywords: by John Quelch; Advertising; Publishing

23 Jun 2008
Research & Ideas

Innovative Ways to Encourage Personal Savings

employer. Having said that, there are even more ways to appeal to American would-be savers. These initiatives could go to the place where they have their money to save, whether it is the workforce or tax refund sites; create a social angle to savings; and create a... View Details

Keywords: by Martha Lagace; Financial Services

01 Jun 2015
Research & Ideas

The Surprising Benefits of Oversharing

performed in the lab, Luca extrapolates the findings to apply to consumers (receivers), who want to know the true quality of a product, while sellers (senders) hide it from them. "Customers were not inferring the worst, and sellers... View Details

Keywords: by Michael Blanding

2015
Working Paper

Fake It Till You Make It: Reputation, Competition, and Yelp Review Fraud

By: Michael Luca and Georgios Zervas

Consumer reviews are now part of everyday decision-making. Yet, the credibility of these reviews is fundamentally undermined when businesses commit review fraud, creating fake reviews for themselves or their competitors. We investigate the economic incentives to commit... View Details

Keywords: Information; Competition; Internet and the Web; Ethics; Reputation; Social and Collaborative Networks; Retail Industry; Food and Beverage Industry

Citation

SSRN

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